Humans naturally look to others for cues on how to behave — a psychological principle marketers use to reduce uncertainty and increase conversions.
Types of social proof include:
- Customer reviews and ratings (e.g., Amazon star ratings).
- Testimonials and case studies (common in B2B).
- Influencer endorsements (Instagram, TikTok).
- User-generated content (photos, unboxing videos).
- “As seen on” media logos or trust badges.
For example, displaying testimonials near a signup form can increase form completions significantly. Social proof is especially important for new or unfamiliar brands.